Getting smart in the smartphone market: Nokia undergoes an internal revolution

Incite Marketing Planning

Summary

Smartphone manufacturer Nokia holds a vast array of existing data assets – from shopper journey research to a solutions experience tracker. But missing from this was clear, actionable direction on how to improve performance in the smartphone market.

We interrogated the client to establish one governing question: 'What are the key barriers to conversion for Nokia in the smartphone market?' This framed how Incite approached the client problem, and rather than commissioning fresh primary research, we recommended synthesising existing assets to provide the necessary insight.

By mining over 100 existing datasets, marrying these with our own industry expertise and collaborating with the client, we identified the areas Nokia needed to prioritise and invest in. The findings were then distilled into an holistic global model which could be easily applied for greater impact within the worldwide Nokia business.